COURSE·MKTG2002

Consumer Behavior

Marketing

24 Chapters

Offered in

MarketingMKTG2002coreAll streams
Business Administration & ManagementBAM3003coreAll streams

Chapters

Ch 1FREE

Introduction to Consumer Behavior

14 min

Ch 2FREE

Consumer Motivation and Needs

15 min

Ch 3

Perception and Sensory Marketing

23 min

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Ch 4

Learning and Memory in Consumer Contexts

18 min

Ch 5

Personality and Self-Concept

16 min

Ch 6

Consumer Attitudes and Formation

14 min

Ch 7

Attitude Change and Persuasion

12 min

Ch 8

Consumer Involvement and Information Processing

12 min

Ch 9

The Consumer Decision-Making Process

12 min

Ch 10

Pre-Purchase Search and Purchase Evaluation

16 min

Ch 11

Purchase and Post-Purchase Behavior

14 min

Ch 12

Social Influences Reference Groups and Conformity

10 min

Ch 13

Opinion Leadership and Word-of-Mouth

11 min

Ch 14

Family and Household Decision-Making

13 min

Ch 15

Social Class and Consumer Behavior

14 min

Ch 16

Culture and Cross-Cultural Consumer Behavior

13 min

Ch 17

Segmentation, Targeting, and Positioning

15 min

Ch 18

Brand Strategy and Brand Equity

13 min

Ch 19

Marketing Communication and Persuasion

15 min

Ch 20

Media and Digital Marketing Channels

15 min

Ch 21

Diffusion of Innovations

13 min

Ch 22

Consumer Research Methods

14 min

Ch 23

Marketing Ethics and Social Responsibility

15 min

Ch 24

Customer Value, Satisfaction, and Retention

18 min